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Danny Ventura is a Paris-based beauty and make-up expert who
wouldn't dream of dropping words such as "mascara", "eyeliner" or
"blusher" in front of certain clients. They'd probably bolt.

The "male makeover" specialist visited Myer yesterday to train
local Jean Paul Gaultier grooming consultants on how to use a new
range of men's make-up, or "nonconformist seduction tools", being
launched here in May.

"It works a bit like a mascara," Ventura said of one tinted gel
and brush product that looked remarkably like a mascara; "but, we
wouldn't want to say it's mascara, would we? I like to call it,
'tuxedo for the eyes'."

Avoiding sissy words is an automatic marketing ploy in the
fast-growing men's grooming market, boosted in recent years by the
likes of David Beckham, Ian Thorpe and singer Robbie Williams, who
combine obvious grooming routines - even the occasional lick of lip
gloss or eyeliner - with a macho image.

Global sales of male grooming products, including moisturisers,
exceeded $16 billion in 2003. Australian men now contribute $60
million annually to a local skin care market worth $550
million.

Ventura says men don't have the same motivation for using
grooming products as women: "They don't want to change, they want
to polish their image. The younger guy is always interested in
looking good, but the older gentleman who's secure in himself is
also aware if he's losing his looks a bit, he can use a bit of
moisturiser, or a bit of concealer."

Ventura estimated his makeover subjects yesterday ranged from 25
to 75 years old. "Melbourne men are really interested in taking up
the challenge. They like this (make-up); it's discreet, it's
dignified.

"I sat near Baz Luhrmann at dinner the other night; a very
distinguished-looking gentleman; great haircut, skin well taken
care of, nice colour, eyebrows well-shaped. He obviously knows
where to keep the hair, where to remove it..."